Consumers demand personalized, relevant content from mobile marketing

August 18, 2011

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Web-enabled cellphones enable brands to reach consumers anytime, anywhere, but a new study conducted by Communispace indicates these individuals are more accepting of personalized, relevant content than generic broadcast messages. This suggests that content marketing may be the most effective way to reach on-the-go prospects.

The key to marketing to mobile consumers is respecting their time. When consumers are using their phones to connect to the web, they want to browse content in a way that prioritizes relevant and personalized experiences, enabling them to glean information quickly and get back to the real world.

Generic banner advertisements, whether in an app or on the mobile web, are the types of advertisements consumer least want to see, with 84 percent of respondents hoping to never experience this type of ad. Banner ads are likely unpopular because they can be seen as one-size-fits-all ads that that are irrelevant to the individual consumer.

However, relevant content delivered through email, text message and quick-response codes has a better reputation among mobile consumers. Three-quarters of consumers (75 percent) said they would like to receive email content, while 50 and 44 percent of respondents are open to branded texts and QR codes, respectively.

As smartphone penetration grows, businesses will need to devote more resources to their mobile marketing efforts to ensure they are maximizing leads. As of June, more than 78 million Americans own smartphones, comScore data indicates.

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What say you?

Guest

This story mixes apples and oranges.

“Personalization” is the ability to deliver a very specific offer to a consumer, particularly for mobile, this takes into consideration far more contextual information than static web (where, “personalization” is often a function of looking at web browsing history and delivering ads based on user profiles).

But, with mobile, the device and interaction is far more one-to-one.Â Shrinking the internet ad units will result in failed campaigns.Â As more and more internet ad companies move to mobile they are bringing a lot of baggage with them.Â Please leave it outside.

Now, when this story talks about QR and SMS delivering a personalized experience, that is where the story is not accurate.Â They are offering “opt in” ad units, but that does not necessarily mean they are offering personalized ad units or mobile engagement.Â Most often they are not.

If you can achieve “opt in” AND “personalization, well, then you’re on your way to delivering great mobile experiences to customers.